The Intro is Paramount for Successful Sales Letters
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Envelopes can help brands stand out.
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06/03/11
When businesses are creating a direct mail package, they often spend the most time developing the creative elements - the envelopes and the contained brochures, postcards or other materials. As Target Marketing Magazine recently suggested, however, the sales letter should be a priority as it often leads to the most direct purchases.
Making a positive first impression is key, asserts the source. The sales letter should be addressed specifically to the customer, but if that information isn't available, then the salutation should be made relevant. For example, if a pet store is targeting a cat owner, then the sales letter should start "Dear Cat Lover."
Likewise, the first sentence is paramount. "You must instantly involve the reader. Make a startling statement. Hit an emotional hot button. Or just state the offer and get to the point. This last approach is often the best tactic and offers the least room for error," Target Marketing Magazine recommends.
Businesses should also avoid using plain white paper for sales letters - pre-printed, branded stationery can leave a big impact on consumers as the read the message.
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